Session 4B - Gear up for the 2015 year end campaign
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Session 4B - Gear up for the 2015 year end campaign - Elizabeth Clark
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Session 4B - Gear up for the 2015 year end campaign
- 1. Gear Up for the 2015 Year-End Campaign
- 2. AGENDA • Defining a Fundraising Campaign • Five Stages of a Fundraising Campaign • Details of the 2015 Year-End Campaign
- 4. Online Donation Pages Update Your Links Your chapter now has a donation page 100% dedicated to your fundraising efforts! 1. Find your new URL. Find the new URL for your chapter’s donation page. Choose your state and chapter in the drop-down menus. The URL that appears in the address bar is your chapter's new unique donation page. 2. Replace the donation link. Replace the donation link on your chapter website with the new one to ensure your donations get routed correctly. 3. Share the link. Update this link everywhere else you have shared your donation link.
- 5. Photo: EWB-USA Montana State University Chapter WHAT MAKES A CAMPAIGN?
- 6. What is a campaign? • Specified Sum • Defined Time Period • Pre-Determined Need An intensive fundraising effort designed to raise a specified sum of money within a defined time period, to meet a pre- determined need.
- 7. Why fundraise at year-end? 40% of annual donations occur at year-end Average online gifts are larger in the 4th quarter
- 8. 5 Stages of Fundraising Campaigns Photo: EWB-USA Greater Austin Professional Chapter
- 9. 5 Stages of Fundraising Campaigns 1. Plan & Prepare 2. Launch 3. Engage 4. Finish 5. Follow-Up
- 10. Plan & Prepare DATES December 1 – 31, 2015 CHAPTER FUNDRAISING PAGES Chapter Online Donation Pages Fundraise for EWB-USA SPECIFIED SUM PRE-DETERMINED NEED
- 11. Plan & Prepare Campaign Theme • Fresh & New Theme • Speaking with a united voice Stronger Together
- 12. Plan & Prepare Your Supporters • Casual • Connected • Committed
- 13. Plan & Prepare Identifying Prospective Donors
- 14. Plan & Prepare Setting Your Goal Challenging but Attainable Timeframe: max 1 month Rally behind the Goal
- 16. Plan & Prepare Messaging • What is the most compelling need your chapter will address? • What is happening right now or what will happen in 2016 to make this campaign timely? • What is the impact you hope to have in the coming year? • What could you do with your donors’ gifts? • What are your recent accomplishments?
- 18. Launch !
- 20. Engage Keep your audience engaged. Share more on the community and project impact. Shout outs to those that already donated. Keep donors up-to-date
- 21. “Help us hit our goal” “Last chance to take advantage of a tax deduction in 2015” Make Calls Finish The Last Push
- 22. Follow-Up Building a Long-Term Relationship
- 23. ABOUT THE CAMPAIGN Fundraise for EWB-USA 2015 Year End Campaign Start your Fundraise for EWB-USA campaign(s)! In addition to sharing your chapter’s dedicated online donation page, we recommend setting up your own online giving campaign(s) using Fundraise for EWB-USA. Anyone can set up a Fundraise for EWB-USA campaign, including chapter members, friends and family. 1. Organize your chapter’s mailing lists. Have your chapter’s mailing list ready to go so that you can easily contact your donors and members. 2. Work on your chapter’s messaging. Draft a one-page solicitation email asking people to invest in your chapter’s impact in communities. 3. Gather engaging photos and videos. Show your donors how fantastic the work you do is by sharing photos or a video through your Fundraise for EWB-USA campaign.
- 24. FUNDRAISE FOR EWB-USA How to Get Started 2015 Year End Campaign CREATE YOUR PAGE Tell the story of why YOU are fundraising for EWB- USA and personalize your page with pictures and videos from your chapter. SET YOUR GOAL and TIME FRAME Set a challenging yet achievable goal for your Year- End campaign. For your campaign’s time frame, we recommend Dec 1 for Start Date and Dec 31st for End Date. SPREAD THE WORD Share your EWB-USA fundraising campaign with your family, friends, co-workers, etc., via social media and personal emails.
- 25. FUNDRAISE FOR EWB-USA How to Get Started 2015 Year End Campaign Weekly Prizes $1,000 Weekly Prizes! EWB-USA HQ is putting the FUN in FUNdraising by offering TWO chances to win $1,000 each week throughout the five weeks of the campaign. That is ten chances for your chapter to motivate your supporters to help raise the money necessary to fund your life-changing projects. Weekly Prize Categories: 1) $1,000 to the chapter that raises the most money that week 2) $1,000 to the chapter with the largest number of donations that week Eligibility Requirements: ● Donations must be received through your chapter’s online donation page or Fundraise for EWB-USA. (Donations received through the mail are not eligible.) ● Donations must be greater than or equal to $5. ● Chapters are only eligible to win one $1,000 prize award during the five-week campaign. ● Please review the full Prize Guidelines.
- 27. Online Donation Pages Update Your Links Your chapter now has a donation page 100% dedicated to your fundraising efforts! 1. Find your new URL. Find the new URL for your chapter’s donation page. Choose your state and chapter in the drop-down menus. The URL that appears in the address bar is your chapter's new unique donation page. 2. Replace the donation link. Replace the donation link on your chapter website with the new one to ensure your donations get routed correctly. 3. Share the link. Update this link everywhere else you have shared your donation link.
- 28. GET IN TOUCH MAKE A DIFFERENCE Engineers Without Borders USA 1031 33rd Street, Suite 210 Denver, CO 80205 303-772-2723 www.ewb-usa.org info@ewb-usa.org facebook.com/ewbusa @EWBUSA youtube.com/ewbusa Photo: EWB-USA University of Colorado Boulder Chapter
- 29. FUNDRAISE FOR EWB-USA Tips for Fundraising Success IMPORTANT: Make sure the “Funds Support” section is correct. Insert your own photos or video. The progress toward your goal will be automatically tracked here. Connect to the reader through a personal story.
- 30. FREQUENTLY ASKED QUESTIONS Q: Is there a match this year? A: Like last year, this year’s match of $100,000, which is sponsored by Bechtel, will only match gifts supporting EWB-USA’s general operating fund. Q: Are there prizes this year? A: Yes! EWB-USA HQ is offering two $1,000 prizes each week throughout the five weeks of the campaign Q: Does HQ take a percent of Fundraise for EWB-USA donations? A: No. Unlike other crowd-sourced fundraising websites, 100% of donations through Fundraise for EWB-USA go to the chapter; EWB-USA HQ does not charge a transaction fee. What you raise is what you get! Q: Can I use my old Fundraise for EWB-USA page for the 2015 Year-end Campaign? A: We recommend starting a brand new Fundraise for EWB-USA page. A fresh page focused on the Year-End campaign will peak your donors' interest and likely result in greater returns. Q: Why can't I locate my Fundraise for EWB-USA page on the Existing Campaigns list?
Editor's Notes
- GETTING TO KNOW ATTENDEES: New members How long involved? Participated or led fundraising efforts? Examples from the room. Have you participated in the year end campaign before?
- During this session, we will talk about: What is a fundraising campaign? We’ll discuss the five stages of a fundraising campaign – for both fundraising at the year end or other times of the year. And finally we’ll talk about some of the specifics of the 2015 year end campaign. There will be a full package of year-end campaign resources available the beginning of November. Today, focus on the strategies you want to take away – the details of the campaign will be in the campaign resources. Before we dive into that, I want to go over a couple of the fundraising resources that are available to you.
- On the new myEWB-USA you will find an entire page devoted to the fundraising tools, resources, policies and training that are available to your chapters. I want to highlight a couple of things you will find there. Project Grants: When EWB-USA’s corporate partners want to directly support projects, they do so through the project grants program. There are two grant cycles each year – in the spring and the fall. The grants program is need-based – so grant reviewers are looking for you to demonstrate your chapter’s financial need at this time. We’ve seen applications where the chapter had funds in their chapter general fund but did not explain what they planned to use those funds for or why they needed funding. So their grant was rated low. We‘ve reviewed other grants where the chapter had tens of thousands of dollars in their general fund, but they explained in detail where those funds would be allocated to and why they had a financial need at this time. A couple other tips. Make sure you’ve really proof read your submission. There are no excuses for poor writing. Most importantly, listen to the advice you receive from your project engineer and the TAC. When we review applications, it shows through if you are or are not heading that advice. Best way to improve your grant application is to improve your project. Grants and individual donations will be your most effective fundraising strategies. That is where you will get the most return on the time you invest. Toolkits: Fundraising events rarely raise a lot of money because they can cost a lot of money to host. But they are good for engaging members of your chapter, spreading the word about who EWB-USA is and the great work you are doing. You can also use them as friend-raisers – identifying individuals with whom you will grow a relationship over time. Also, engineering firms in your area are often excited to participate. If your chapter does not yet have a signature fundraising event or your chapter is new to fundraising, these toolkits can be a great starting point. Currently we have toolkits for a kickball tournament, wine tasting, and water walk. Even if you don’t host this specific event, you can find planning tips. Fundraising events that raise more funds are usually events that happen consistently year-after-year – something that people expect and look forward to.
- As part of the new myEWB-USA, we are also transitioning to a new platform for accepting online donations. We have not turned off your chapter’s old donation page yet, but we will – so it is important to update your chapter website now with the link to your new donation page. These instructions were sent to chapter officers and you can find them in the member news feed on myEWB-USA. You will have two action items out of this session today: Fundraise during the year-end campaign Update the donation link on your chapter’s website.
- A fundraising campaign is defined as: An intensive fundraising effort designed to raise a specified sum of money within a defined time period, to meet a pre-determined need. So there are three key points there: You are raising a specific amount of money During a defined time period For a pre-determined need We’ll come back to this as we talk about the five stages of the fundraising campaign.
- Year End Campaign Why is the year-end period such an important time for fundraising? 40% of annual donations occur at year end Average online gift is larger during the 4th quarter. It’s the giving season. This is the time of year when donors are making their philanthropic plans. It’s the holiday season and people WANT to give. If you are not there to help them with their charitable giving decisions, another organization will be. It’s also the last opportunity to make a tax deductible donation for the year. I’ll come back to this point because it is something you can use in your messaging. Important Clarification: For the purposes of the year-end campaign, we are talking about seeking donations from individuals. From Mike, from Julie, from your Mom. We aren’t talking about corporate giving – each company will have a different time of year when they are in a position to make a financial commitment. And we aren’t talking about grants, which also have their own timelines and deadlines. So we are talking about fundraising from individuals. And even if you don’t use these materials, if you aren’t going after the prizes that are offered. This is the time of year that your chapter will get the greatest return on your effort. This is the time of year that you will fundraise most effectively from individuals – so you should focus your efforts here. This is a trend that holds true across the sector – it’s true for EWB-USA and it’s true for almost all non-profits.
- There are 5 stages of fundraising campaigns: Plan & Prepare – this is where you will spend most of your time Launching the campaign – kicking off fundraising Engaging your chapter and your supporters during the campaign Finishing up the campaign And then following up with your supporters after the campaign
- Earlier we talked about the three elements that define a fundraising campaign: A specified Defined time period Pre-Determined Need. For the year-end campaign, we’ve defined some of these things for you: Defined Time Period: December 1-31, 2015 Primary Vehicle: Online donations through fundraising for EWB-USA. There are some things your chapter will define: Specified Sum of Money: This should be determined by your chapter’s financial need at this time. Pre-Determined Need: We’ll go more in depth on how you can tell this story. Why are you fundraising? This will be determined by your chapter’s project activities, what’s coming up in the next year. Investing time now to set your chapter up for success next year. How you will tell your story: Theme, Supporters, Goal, Messaging, Images
- The theme for this year’s campaign is Stronger Together – one of the core values in the new strategic plan. It underlines that we are all one organization working toward a common goal. It also speaks to our partnerships with our community partners – we’ve come together to achieve something together. Donors respond to requests that are fresh & a new theme helps create a new experience for your donors. Because we want to speak as one voice as an organization, we use one theme to unite everyone’s fundraising efforts.
- We would not be able to implement successful projects without the donors who trust us with their money and empower us to achieve our mission. Treat your donors like they are your heroes. 3 levels of engagement: Casual Connected Committed Your casual donors are people who maybe came to your fundraiser that one time. They may give again, they may not. Most likely donors are connected & committed. They’ve probably given before. They believe in the mission of the organization and the work your chapter is doing. Discussion: How does your chapter identify these individuals?
- Donors give to people, not organizations. Your personal appeal to the people you know and care about is a very powerful ask. Identifying Prospective Donors: An exercise you can use is treasure mapping. USE THIS AS AN ACTIVITY Chapter in the middle, surround it by people who will fundraise for your chapter. Surround this with all of the groups of people you come into contact with on a regular basis: book club, gym friends, co-workers, classmates, family. These individuals are your prospects. NOTE: I didn’t have great results with this at the Southeast. This is when I realized they didn’t know we were talking about individual fundraising because they put corporations, rotary, etc. At the South Central, we were short on time, so I drew it out on the board. People seemed to get it, but I told them – they didn’t tell me.
- GOAL You will need to set a fundraising goal for this campaign. It should be challenging, but attainable. So if you raised $1,000 last year – a safe goal will be $1,000. You may want to reach for $1,200 or $1,500. Your goal amount should be based on the financial need your chapter will have for the upcoming year. You also want your goal to be realistic given the timeframe. True if you are fundraising for a specific project, an aspect of a project budget (travel, materials), or general funding for your chapter. Campaigns should generally be short – maximum one month – which is the case with the year-end campaign. Short timeline creates a sense of urgency and gives context to your goal. Goal gives something for everyone to rally behind – you are all on the same team together. Both your donors and your chapter members feel like they are part of something.
- Your message is the story you will tell about what will be possible with the support of your donors. Include personal, real life stories. Success and accomplishments – donors want to be on a winning team and see the results of their donations Why do you need their support? Current project & location. Think about what you’ve learned through Planning Monitoring Evaluation & Learning. You already have this story captured in the 901 baseline study, 901b impact monitoring report, and the logical framework your team developed. You want this story to answer questions such as: Why does the community want this project? What change do they hope to see because of it? How will this project impact their lives? How are you partnering with them?
- So let’s take 5 minutes to brainstorm how we would answer these questions for our chapter and what we plan to accomplish in 2016. These questions will help you create your personal fundraising story. So talk to your neighbor. Resist the temptation to talk about technology specifics – calculations and materials. You are with like-minded people here, who also like to nerd out on those type of things and your conversation will go there if you let it. But let’s focus also on telling this story to people like me who are not engineers. Note: this word of warning is important. Every presentation I’ve given where I try to get them to talk about these type of issues evolves into the type of conversation engineers have with each other. But they need to practice telling the story.
- Images convey emotion – primary motivator of donors. Photos of people are more moving. Highlight your partner community. If you use a video – no longer than 2 minutes. You want to make sure the photos that our consistent with our values as an organization and how we work. The message your photo sends: Show Dignity Consistent with our values as an organization (community-owned, community-driven). Avoid Poverty Porn – pictures where people would feel self-conscious if they knew, pictures of sick kids. ASPCA or Save the Children types of commercials – that’s not who we are as an organization I think these photos are good examples. The photo of Anna comes from the 2014 annual report – and I like that it tells a personal story about how she will be impacted by the project. I also like these photos where community members are engaged in learning about their water (bottom) and where there are kids really excited about water coming on.
- After you’ve done all that planning, it will be time to launch the campaign. Kick-off the campaign by making the ask! Don’t be shy about. EWB-USA is a great organization, your chapter is doing great work. You should be proud of that and don’t be afraid to share it. Make your ask personal. Use your donor’s names. Personalize your message. It will result in greater returns.
- There was an interesting study done by Kiva – donors are more motivated to give as the campaign is nearing the goal. Feel like donation has greater impact. They want to be on a winning team. Take away: Start with your committed and connected donors. Those donors who will give anyway. Ask them to give early to help kick off a successful campaign and start the momentum. Your chapter members Your mom & dad
- During your campaign you will see the most donations come in at the beginning and at the end. There will be trough in the middle. Don’t be discouraged by that. But do keep up the momentum throughout your campaign and do keep your supporters engaged – this might be in the form of weekly emails or regular social media posts. Each week of the campaign you can share more details about your partner community and the project you are working on together. You can also acknowledge your supporters that have already donated. Keep your donors up-to-date. Someone that gave early in the campaign may see you nearing your goal and want to help get you over the top. Some people may give more than once.
- FINISH You also want to finish strong. If you are engaging with your supporters, you should expect to see another surge in the last days of the campaign. Shift your messaging at the end of the campaign. This is the last push. Help put us over our goal. How close are you to making it? If you hit your goal, increase it and tell your donors how much more you will be able to do. Send out a last minute email on December 30 or 31. There are people that wait until the last minute. You can include messaging on taking advantage of the year-end tax deduction. Make some calls. It helps give the extra push. As hard as it is to make the call, it’s just as hard for your supporter to say no. DISCUSSION: Who has made fundraising calls? What do you usually say? What could you say?
- After campaign ends, what you do will determine how likely the donor is to give again. To become a committed and connected supporter. When they give through EWB-USA, we will provide an automated message that says “thanks, here’s your tax receipt.” But to transition a supporter to be committed and connected, you will need to make a personal connection. So in January, send a personalized thank you. Keep the thank you personal. Use the donor name. You may even call the donors that you know personally or that are the biggest supporters of your chapter. And then follow-up throughout the year. You shouldn’t only be in touch with your supporters when you are fundraising. After a project trip, follow-up with an update on what you were able to accomplish with their support.
- To review what we’ve talked about so far: Between now and the end of November – prepare your contact list. Identify who you will ask to make a donation and have their contact information ready. Work on the story you will tell during the campaign. With the support of your donors, what will your chapter be able to accomplish next year? Gather the images or videos that will pull them in.
- There are weekly prizes available during the year-end campaign this year -- $2,000 in prizes each week. $1,000 to the chapter that raises the most money that week $1,000 to the chapter with the largest number of donations that week Donations do need to be over $5. Don’t let the prizes be your primary motivation. They would be a nice bonus, but remember that this is the most effective time of year to seek individual donations. Prizes or not, with a little bit of planning, you will come out ahead by fundraising this time of year.
- Just a reminder that we have lots of fundraising resources on the website. Whenever you think about fundraising, go there as a starting point.
- Remember your two action items for today: Fundraise during the year end campaign Update the link to your chapter’s donation page from your chapter’s website
- Questions Received at Conference: What is the average amount raised by chapters during the year end campaign? We have data on donations received in December – whether it was part of the year end campaign or the donation just happened to be made then. Average gift: $224 Don’t let that intimate you. There are a couple donors -- $10,000 or $15,000 that skew it up. Not every chapter will have a donor like that. One university chapter asks each of their members to ask 10 people to make a $10 donation. We saw a dip in participation in 2014 – we believe because there were not prizes offered. But also because chapter’s didn’t realize they were missing the best time of year to do individual fundraising. A goal between $1,000-$5,000 should be very achievable for almost chapters. Chapters that raised over $10,000: 2014 5 chapters 2013 12 chapters $5,000-$10,000: 2014 11 chapters 2013 22 chapters $1,000-$5,000: 2014 46 chapters 2013 72 chapters $500-$1,000: 2014 32 chapters 2013 30 chapters $100-$500: 2014 60 chapters 2013 45 chapters Chapter Donation Pages Give tour to find their chapter donation page Give tour of a Fundraise for EWB-USA page. D